Personalization works. Half-hearted does not.
A meta-analysis of 1,536 results from 290 studies finds personalization lifts responses with almost no backlash. Moderate levels do worst.
Marketing in 3 · Topic
3 issues of Marketing in 3 on Personalization, newest first. Each one explains a new peer-reviewed study in plain English, with steps to apply it.
When "just for you" backfires
A "recommended for you" weight-loss refill lowered ratings of the pharmacy from 3.79 to 3.02 out of 7. When personalization embarrasses customers, and what to do.
Treats in the cart, guilt at checkout
Carts with more indulgent items are abandoned more often. Recommending a practical add-on cut abandonment from 4.61 to 3.64 out of 7. Here is how to use it.